Wakefern Invests In Digital

CHICAGO —Wakefern Food Corp. has ramped up its digital efforts to create a stronger relationship with shoppers, particularly younger ones.

“From a strategic standpoint, our digital initiatives allow us to engage with the next generation of shoppers,” Donna Zambo, manager of ecommerce and digital innovation for the member-owned wholesale cooperative, Keasbey, N.J., said Thursday in a session at the Path to Purchase Institute’s Shopper Marketing Expo.

Wakefern’s overall consumer base is aging: Just 33% of all shoppers are younger than 45 years of age. However, 49% of those who have provided emails; 57% who use the retailer’s ShopRite from Home service; and 66% who use its mobile app are under 45.

Digital coupons currently rank No. 4 on the list of reasons why consumers visit shoprite.com, following the weekly circular, ShopRite from Home and ShopRite's store locator.

Leveraging its email database — now 2 million strong, it sends targeted offers based on past purchase behavior. The offers are designed to engage and reward shoppers.

For instance, in celebration of Mondelēz Nabisco’s Mallomar cookie’s 100th anniversary, it recently sent targeted offers to those who have purchased the brand. The offer: $1 a box. More than 17,000 coupons were downloaded, and more than 11,000 redeemed.

“The strategy here wasn’t necessarily to bring in new users; rather it was done to thank our customers,” Zambo said.